Question 1

As a salesperson for an electrical contractor,Greg is included as part of the target audience for sales promotions from his own company.

Accepted Answer

A) True 
 B)False

Question 2

________ advertising supports a particular view or position on an issue.

Accepted Answer

A) Advocacy 
B) Institutional 
C) Comparison 
D) Trade 
A) Advocacy 
B) Institutional 
C) Comparison 
D) Trade

Question 3

________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.

Accepted Answer

A) Advocacy 
B) B2B comparison 
C) Trade 
D) Institutional 
A) Advocacy 
B) B2B comparison 
C) Trade 
D) Institutional

Question 4

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

Accepted Answer

A) True 
 B)False

Question 5

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Accepted Answer

A) market segmentation. 
B) sampling. 
C) publicity. 
D) sales promotion. 
A) market segmentation. 
B) sampling. 
C) publicity. 
D) sales promotion.

Question 6

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment.The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly.The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups.Additionally,unlike other strength building machines,this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout.The entire piece of equipment is easy to assemble,and when not in use it can be folded into a compact unit that is easy to store.A group of fitness experts have tested the equipment and have provided rave reviews.Company executives believe that this product,called the MuscleMaster,will appeal to busy young adults living in relatively small apartments.Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product.The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment.They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers,hoping that some of these writers will include information about the MuscleMaster in their articles.Tom and Melody hope to utilize:

Accepted Answer

A) publicity. 
B) a push strategy. 
C) viral marketing. 
D) swag promotion. 
A) publicity. 
B) a push strategy. 
C) viral marketing. 
D) swag promotion.

Question 7

Registration in Professor McNick's classes reaches maximum enrollment quickly.Students register immediately online just to insure their seat in her class.One student summed it up,"Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

Accepted Answer

A) viral publicity. 
B) positive public relations. 
C) free advertising. 
D) word-of-mouth promotion. 
A) viral publicity. 
B) positive public relations. 
C) free advertising. 
D) word-of-mouth promotion.

Question 8

Compared to advertising,publicity offers a firm greater control over when and how often the message is communicated.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements about global advertising is most correct?

Accepted Answer

A) Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix,such as personal selling and public relations. 
B) Television is the best advertising medium for U.S.firms trying to promote their products in foreign countries. 
C) Global advertising involves developing a single promotional strategy that can be implemented worldwide. 
D) Given the lower incomes of consumers in many foreign countries,the best way to promote American goods is utilizing a low price strategy. 
A) Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix,such as personal selling and public relations. 
B) Television is the best advertising medium for U.S.firms trying to promote their products in foreign countries. 
C) Global advertising involves developing a single promotional strategy that can be implemented worldwide. 
D) Given the lower incomes of consumers in many foreign countries,the best way to promote American goods is utilizing a low price strategy.

Question 10

The total systems approach to marketing suggests that:

Accepted Answer

A) there are no problems,only opportunities. 
B) the goal of the firm should always be to meet the customer's needs. 
C) each element of the promotional mix should be designed to appeal to a different target market. 
D) promotional efforts should be developed to appeal to the entire supply-chain. 
A) there are no problems,only opportunities. 
B) the goal of the firm should always be to meet the customer's needs. 
C) each element of the promotional mix should be designed to appeal to a different target market. 
D) promotional efforts should be developed to appeal to the entire supply-chain.

Question 11

The most important internal sales promotion efforts are directed toward:

Accepted Answer

A) customers. 
B) salespeople. 
C) top management. 
D) accountants. 
A) customers. 
B) salespeople. 
C) top management. 
D) accountants.

Question 12

Interactive promotion:

Accepted Answer

A) attempts to create a dialogue between buyers and sellers. 
B) transforms the approach from "working with" to "promoting to" customers. 
C) fails to build long term relationships with customers. 
D) is an increasingly important element of the personal selling mix. 
A) attempts to create a dialogue between buyers and sellers. 
B) transforms the approach from "working with" to "promoting to" customers. 
C) fails to build long term relationships with customers. 
D) is an increasingly important element of the personal selling mix.

Question 13

Woody's Vitamins utilizes the Internet to market their products.Currently,they offer existing customers a commission if they successfully direct a friend to buy from the Woody's website.This program represents an example of what's referred to as underground relationship promotions.

Accepted Answer

A) True 
 B)False

Question 14

While word of mouth represents an effective promotional tool,the need for face-to-face communication limits its usefulness.

Accepted Answer

A) True 
 B)False

Question 15

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

Accepted Answer

A) maintain a consistent approach for all consumers regardless of differences in national origin. 
B) use advertising as a way of integrating immigrants into the U.S.culture. 
C) develop custom-designed promotions for all viable market opportunities. 
D) avoid using newspapers and radio advertising and concentrate instead on television and the Internet. 
A) maintain a consistent approach for all consumers regardless of differences in national origin. 
B) use advertising as a way of integrating immigrants into the U.S.culture. 
C) develop custom-designed promotions for all viable market opportunities. 
D) avoid using newspapers and radio advertising and concentrate instead on television and the Internet.

Question 16

The primary purpose of a push strategy is to:

Accepted Answer

A) push products on consumers and convince them that they need the products. 
B) rush the production schedule for products and beat competitors to the market. 
C) push the product down the distribution channel to retail stores. 
D) push products away from traditional channels of distribution to save costs. 
A) push products on consumers and convince them that they need the products. 
B) rush the production schedule for products and beat competitors to the market. 
C) push the product down the distribution channel to retail stores. 
D) push products away from traditional channels of distribution to save costs.

Question 17

Closing the sale represents success for the salesperson and the final step in the selling process.

Accepted Answer

A) True 
 B)False

Question 18

In the Spotlight on Small Business box in the chapter,Amy Scherber of Amy's Bread has found that success in her business is:

Accepted Answer

A) almost completely dependent on widespread advertising that can reach many consumer groups. 
B) entrepreneurs such as herself have no time for promotional efforts and should outsource all promotion to specialty firms. 
C) based on building personal relationships with customers,the media,and the community. 
D) securing government contracts that require little promotional effort or costly expenditures to public relations firms. 
A) almost completely dependent on widespread advertising that can reach many consumer groups. 
B) entrepreneurs such as herself have no time for promotional efforts and should outsource all promotion to specialty firms. 
C) based on building personal relationships with customers,the media,and the community. 
D) securing government contracts that require little promotional effort or costly expenditures to public relations firms.

Question 19

A pick economy is a research term meaning the selection of global markets that a company randomly decides to target for its goods and services.

Accepted Answer

A) True 
 B)False

Question 20

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

As a salesperson for an electrical contractor,Greg is included as part of the target audience for sales promotions from his own company.

________ advertising supports a particular view or position on an issue.

________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Registration in Professor McNick's classes reaches maximum enrollment quickly.Students register immediately online just to insure their seat in her class.One student summed it up,"Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

Compared to advertising,publicity offers a firm greater control over when and how often the message is communicated.

Which of the following statements about global advertising is most correct?

The total systems approach to marketing suggests that:

The most important internal sales promotion efforts are directed toward:

Interactive promotion:

Woody's Vitamins utilizes the Internet to market their products.Currently,they offer existing customers a commission if they successfully direct a friend to buy from the Woody's website.This program represents an example of what's referred to as underground relationship promotions.

While word of mouth represents an effective promotional tool,the need for face-to-face communication limits its usefulness.

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

The primary purpose of a push strategy is to:

Closing the sale represents success for the salesperson and the final step in the selling process.

In the Spotlight on Small Business box in the chapter,Amy Scherber of Amy's Bread has found that success in her business is:

A pick economy is a research term meaning the selection of global markets that a company randomly decides to target for its goods and services.

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding How Economics Affects Business

Doing Business in Global Markets

Demanding Ethical and Socially Responsible Behavior

How to Form a Business

Entrepreneurship and Starting a Small Business

Management and Leadership

Adapting Organizations to Todays Markets

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Employee-Management Issues and Relationships

Marketing: Helping Buyers Buy

Developing and Pricing Goods and Services

Distributing Products

Understanding Accounting and Financial Information

Financial Management

Using Securities Markets for Financing and Investing Opportunities

Money,financial Institutions,and the Federal Reserve

Bonus A: Using Technology to Manage Information

Bonus B: Managing Risk

Bonus C: Managing Your Personal Finances

Appendix: Working Within the Legal Environment

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